“Just fine”, you may say. Here are a few things you may want to think about what your brand says (or doesn’t say) about your company.
Branding is monumentally more than a company’s name at the top of a weekly memo. It’s the face of the company for the entire world to see. Branding is quite literally the foundation for a company’s entire marketing communication. Without solid, well thought out branding, everything else is far less effective. Your brand is what establishes your credibility as a provider of goods or services and acts as a promise to your customer. Good branding for any business, large or small, begins by having a solid fundamental sense of who and what the brand is and stands for. Ultimately, effective branding will express who the company is and what it offers to your customers in the blink of an eye.
Arguably, branding is one of the most important aspects of a company’s identity. In many ways, it is the company’s identity. Why, you may ask? 1.) Because your brand is the voice of the company. 2.) It’s what customers identify with and relate thoughts and feelings about your company to. 3.) A brand is a company’s personality, and we all know how much personality says about anyone or anything. Branding is so important, in fact, that it alone can be the key to success because it’s what greets the customer before they even know what you offer.
So, we’ve established that your company needs rock-solid branding, but what should it say about your you? First and foremost, your company’s branding should communicate your mission and deliver a brand promise. One of the major reasons successful companies focus so much of their effort on branding, is because it’s what ultimately differentiates them from the competition and raises them above the “noise” in the marketplace. The most efficacious branding campaigns are able to convey a message and feeling about the company in the shortest of instants. Think Nike, Coca Cola, Microsoft. Each of these companies have brand identities that instantly communicate their value and mission without any confusion.
One of the most recent and successful branding ventures was Barack Obama’s 2008 presidential campaign. The message was strong, the logo clean, and the impression memorable. Whether you voted for him or not, the message was consistent and not easily confused or lost in any clutter. Comparably well done has been the “I’m a Mac, I’m a PC” campaign by Apple. The message is unchanging and always answers the question, “why should I buy a Mac?” or “why is a Mac better?”. Their clean design and memorable content also helps them stand above the crowd and has helped the campaign reach icon status.
At Urban Geko, we eat, sleep, breathe and live branding. Outstanding design is only one of the tools we use to achieve a strong, cohesive and memorable branding message. In order to develop the most effective branding campaigns and packages possible, we strive to become as knowledgeable about your brand as you are. Once we understand the very essence of your brand, we use our keen sense of design to craft a message that will tell your clients exactly who you are, what you stand for, and what you provide. Our creative capacity will help to establish your brand, increase recognizability and maintain consistency. Whether you’re starting from scratch or breathing new life into a moth-eaten brand, Urban Geko can put you on the path to success.